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Action Connect!on Action Connect!on Presentation Transcript

  • SESSION 4: Search Marketing
    18th June 2009 10.00am
    Presented By: Cristina Sagarduy
  • Before we start…
    Phones: Please ‘MUTE’ all phones
    Mobiles: Please turn-off or move these AWAY from your desk phones
    Questions: Please write down any questions and email sasha.duffitt@omd.com
  • Today’s agenda
    What is Search?
    Defining Search Engine Optimisation (SEO)
    Defining Paid Search Engine Marketing (PPC)
    Defining & delivering Search excellence
    OMG Search product
    How to sell search
  • What Is Search?
    4
    Google’s Mission:Organize the world's information and make it universally accessible and useful.
  • Search: One of the most popular online activities
    74.2 billion
    Internet searches conducted worldwide in June 08; that’s 11.1 searches for every person on Earth, in one month.
    If every search were a mile, we’d go to the sun and back nearly 5 times every year.
    Sources: comScore qsearch, June 2008, (divided over 30 days for per day value); world population as of July 2008, distance to the sun, Wikipedia.org.
    5
  • Search will be 7% of EMEA media market by 2010
    EMEA Total Media Market
    EMEA Internet Ad Spend
    CAGR 4.8%
    CAGR 21%
    $130bn
    $156bn
    $11bn
    $19bn
    8%
    14% internet
    49% search
    43%
    2010
    2007
    2010
    2007
    Search represents nearly half all online ad spend in EMEA
    6
    Sources: PriceWaterhouseCoopers Global Media and Entertainment Forecast 2007-2011
  • What drives consumers to Search?
    67%of online search users are driven to search for information about a particular company, product, service or slogan by an offline channel
    37%
    30%
    20%
    39%
    63%of searchusers who research online, purchase offline
    40%
    Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last six months, which of the following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select all that apply.)/ RAB Word of Mouse Study 2007.
  • Searchengines: who are the players?
  • Searchengines – the leader isonly one
    Source of data:gemius/Traffic[09.09.2008 – 06-10.2008]
    NOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic.
    Then an average from the percentage of visits is calculated for every search engine.
  • Search engines
    Neti.eevs. Google in Estonia
    Google in selectedcountries
    April 2008
    Google is not only the leader in most of the CEE countries, but also strengthens it's position.
    Source of data:gemius/Traffic
    NOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic.
    Then an average from the percentage of visits is calculated for every search engine.
  • Google is the market leader in search
    Czech R.
    31%
    Turkey
    90%
    Hungary
    95%
    Romania
    73%
    Poland
    92%
    Slovakia
    52%
    Ukraine
    64%
    Latvia
    97%
    Bulgaria
    56%
    Croatia
    72%
    Lithuania
    97%
    Estonia
    63%
    Sources: Gemius CEE, Ipsos Mori surveys
  • Search Marketing: What is it?
    Pay Per Click
    Search Engine Optimisation
  • What is Search Engine Optimisation (SEO)?
    Forget the hype, SEO is about the process of making great web sites that earn traffic and convert visitors into customers
    Increasing visibility in the Search engines natural listings
  • Organic Search Results
  • In a Nutshell
    Content
    Ranking
    Quality
    Is to achieve a high, stable and long term presence at the top of the engines for phrases which have both high volume and which convert well
    Relevancy
  • Advantages & Disadvantages
    Lack of Control
    Difficult to get listed in
    the top results for
    competitive phrases
    Traffic –
    page ownership
    Brand visibility
    Investment needed
    long term
    Difficult to estimate the
    return on investment
  • Paid Search
    Paid Search is Consumer Initiated Advertising – Advertising that is consumed proactively and triggered by a search query
    PaidSearch
  • Paid Search : Google AdWords
    Top sponsored ads: Up to 3 listings
    Sponsored “Paid” Advertising
    Advertisers can bid on these positions
    Side sponsored ads: Up to 8 listings
  • How Paid Search Works?
    Auction
    Positioning
    Click
    Advertisers bid on different combinations of search queries in, what is effectively, an auction
    Their position in the listings depends upon many factors including relevancy and bid price
    The advertisers pays each time their ad (link) is clicked on
    1
    2
    3
  • How the auction works: Google Quality Score
    Contributing factors:
    CTR of account
    CTR of keywords
    Ad text relevancy
    Relevancy of landing page to the keyword and Ad Copy
    Historical keyword performance
    Other relevancy factors
    Max CPC bid x Quality Score = rank/position
    High Quality Score = Lower min. Cost per Click (CPC)
  • Time of Day
    • 3 AM – 7 AM
    • 7 AM – 11 AM
    • 11 AM – 2 PM
    • 2 PM – 6 PM
    • 6 PM – 11 PM
    • 11 PM – 3 AM
    What/Who Can You Target?
    Day of Week
    Choose which days you
    want your ads to run
    Geography
    Countries, cities, areas and language
    Gender (content only)
    Age Group (content only)
    • 18 – 25
    • 25 – 35
    • 35 – 50
    • 50 – 65
    • 65+
  • The Power of Paid Search: Precision
    • Proactive Consumption: consumers seek out and indicate an active interest in specific content, products and/or services
    • Mass Customization: marketers can display a different listing to each consumer based on the perceived intent of his/her query
    • Instant Point-of-Need Direction: marketers can instantly direct interested consumers to a specific destination based on the query where they can engage with the brand
    • Dynamic, Performance-Based Pricing: marketers name their price in real-time and pay only for actual traffic delivered to their website.
  • Paid Search: Contextual targeting
  • Example Contextual Ad
    Article about how the way you hold your glass reveals your personality:
    Google Content Network ads below the article at bottom of the page:
    24
  • Search versus Contextual targeting
  • Running a Paid Search Campaign
  • How Do You Run a Paid Search Campaign?
    • Think of your objective (DR vs. Branding)
    • Select relevant Keywords
    • Write relevant Ad-Copy
    • Choose the most appropriate Landing Page
    • Set bid price according to priorities (it’s an auction)
    • Track overall performance and at a keyword level
    • Evaluate & Optimise continually
    | Proprietary & Confidential
    27
  • Small Car Generics
    Brands
    Basic Elements of Search
    KEYWORD A singular word or phrase that is triggered based on what users type into a search engine – “search query”. This query reveals the users intention. Linking the right keyword, ad text and landing page to the query is the key to a successful paid search campaign.
    Search using the keyword nissan, sometimes containing other generic keywords but does not reference the name of a car model
    Keywords contain no reference to nissan or a nissan car model but relates to some kind of small car
    definition
    keywords
    nissan, nissan car, new nissan car
    small car, compact car, city car
    Nissan - Small Cars
    Simplify the city by driving a Nissan
    Small Car! Order a brochure today!
    www.nissan.co.uk
    Nissan – Official Site
    Check out the Nissan range.
    Great value, affordable prices
    www.nissan.co.uk
    Max Bid
    copy
    landing page
  • Management, Tracking & Evaluation
    Paid Search Technology
    Measure your results real time
    Tracking across media
    Time of the day
    Day of the week
    Automate Bid Strategies
    Understand path to conversion
    Schedule and rotate Ad Copy
    Testing; landing page, ad copy, keywords
    Dynamically insert price points
    Forecasting
    Brand monitoring
    Key players
  • OMGSearch Product
  • The OMG Search Product
    Fully Integrated
    • Across media channels
    • TVand Radio
    Strength & Depth of Resources
    • Experienced teams
    • Broad & consistent network
    • Significant supplier leverage
    Maximum Agility
    • Strong budget management across media
    • Immediately focus on high performing elements
    • Exploit & manage demand & product changes
    Technology
    • Full path to conversion tracking
    • Integrated with display and other digital activities
    • Optimise ROI to set KPIs
    • Maximise quality score
    Transparency
    • Weekly report&Search Dashboard
    • 24/7 reporting access to account
  • USP Integrated: We extract maximum value from every single query
    Holistic optimisation
    process
    Consumer behaviour
    informs media strategy
    Sales
    Systematic, holistic approach drives engagement & leverages all channels
  • Selling Search
  • Who can benefit from search
    Search Marketing
    Inform / Educate
    E-commerce
    Branding
    Testing
    To inform and / or educate customers addressing them to specific content on / parts of the site
    Drive customers to the site to convert into actions (i.e. Sales, Registrations, etc)
    Create direct brand awareness or against competitors
    Testing platform (i.e. Messaging, )
  • Different KPIs for different clients
    Goal
    Sales
    ROI
    Leads
    Sign Ups
    Branding
    User Action
    High Purchase Volume
    Sales with high profit margin
    Enquiries / phone calls
    Email address / form submission
    Increased searches / impressions / unique visitors
    Direct response
  • Different actions for different goals
    Branding
    Direct response (ROI)
    Focus on visibility and messaging not immediate sales
    Gain clicks where the user will buy!
    How?
    Focus on ‘purchase’ stage of buying cycle
    Use unambiguous keywords
    Action driven ad text
    Deep link to specific landing page
    Base bidding on margins
    How?
    Focus on ‘awareness’ stage of buying cycle
    Use general industry keywords
    Brand driven ad text
    Base bidding on position and relevancy
  • Things to know before selling search
    Finance, E-commerce & Travel clients are key sectors for search
    Search is labour intensive, needs constant optimisation
    Results are not guaranteed (specially SEO); positions, CPCs, CPAs
    Consumers are prompted to search by external factors integration is a key selling point
    Technology adds additional cost and additional labour
    Customer from travel and e-commerce are more advanced and can be demanding
    Transparency is key in search and can become a great selling point in CEE
  • How to sell search
    Understand your client use of search (and your client)
    Highlight Search Unique Selling Points
    Proactively consume
    Immediate; instant results
    Flexible
    Customisable
    Measurable; It can work to a set target
    Show
    examples of campaigns, copy and keywords with your client website and copy
    how other people is using search
    success metrics and how they will be optimise
    Reporting
    Scale of search regionally/globally
  • Typical Search Remuneration Models
    Percentage Spend
    Clients new to search and with good growth potential
    Working with open budgets
    Clear objectives
    Tier structure
    Clear Service Level Agreement
    Retainer
    Branding clients
    Clients with Fixed budgets
    Clear Service Level Agreement
    Retainer + performance
    CPA driven customers
    Open budgets
    Proven search results
    Clear Service Level Agreement
    Other chargeable fees
    Set up fee
    Technology cost
  • In summary
    Approximately 80 billion Internet searches are performed worldwide each month
    Search in EMEA is a $9 billion industry making it a vital part of the media mix
    Search is close to 50% of the overall online ad spend in EMEA
    Search is consumer initiated (demand driven)
    Google is the clear market leader and is continuing to grow
    Offline media should be planned and integrated with Search given its enormous impact
    Search serves most purposes: creating awareness, lead generation and / or customer acquisition. Setting the right KPIs is essential for measurement and ensuring continued success
    Search is highly measurable, targeted, customisable and it delivers fantastic results!
  • SESSION 6:Social & Viral Media
    22nd June 2009 10.00am
    Presented By: Duncan Pointer & Remi Adjani